Meet the AI Family: The Organizers and Monetizers
data integration | data activation | HubSpot for associations | AI for associations
If you haven’t already, we recommend that you read the previous Meet the AI Family: the Communicators & and the Translators, Meet the AI family: The Generators & Revivers, and Meet the AI Family: The Informers & Fortune Tellers for reference before diving into this blog.
The final AI family members are the Type As of the house. These are your closet specialists. Spring cleaners. Cabinet organizers. Librarians. They know exactly where things should go to create home efficiencies.
So let's give a shout-out to our AI Organizers & Monetizers. These family members have an unmatched ability to compartmentalize content (digital assets) and data (technical assets). This does wonders from a program delivery perspective. Let’s peel back the label on this one.
Content libraries
From conferences, to webinars, to eLearning programs, there’s no shortage on content for most associations. The issue is never the lack of content but rather the lack of accessibility and searchability for the user. AI can help curate, identify themes, and partition content in a way that’s palatable for the user. It can help create your org taxonomy, plan your content calendar for the year, or build your content repository. Providing a library for content in the most intelligible way is your best bet when it comes to demonstrating your org’s value.
Taking it one step further, AI can help you build a Content Preference Center that feeds into your Content Library. Through this offering, users can self identify their content interests. The Library can either dynamically display web content in line with those interests or can trigger emails with relevant content round-ups. Which takes us to…
Subscription-based offerings
If magazines, journals, blogs, or podcasts are a part of your regular content outputs, think of how AI can play a role in rummaging through these digital assets and parceling out topics of importance. Then as part of your member communications portfolio, AI can help you offer up topical subscription-based newsletters that your members can opt into as part of your core member value.
You can either manually build each newsletter or you can set-up newsletter feeds based on AI-sectioned and curated content. You can even pair up your AI Generators & Revivers with your Organizers to help develop or spruce up paragraph blurbs associated with each newsletter item. It’s an excellent way to create relevance for your members and efficiencies for your staff.
Diverse membership models
It’s one thing to offer up organized, polished, topically-catered content but it’s another thing entirely to generate new revenue streams through it. Doing any of the above can pave new paths for membership:
Netfli-sized Models
Consider this. A number of your members are interested in the sheer community and networking aspect of your membership. For them, the more traditional membership model is a mainstay. Thus, you anchor your retention and programmatic efforts on those needs.
But what about your incoming markets? Credentialed markets? Those that don’t necessarily care for the camaraderie and inclusivity that comes with membership. They’re far more interested in continuing education, knowledge exchange, and trends. These may be newer generations or members associated with more technical fields (engineering, medicine, science, etc.). This is a group that may prefer a more subscription-based model where they subscribe for a fee and get unlimited programming to help them meet their academic needs.
À la Carte Models
Now consider members who aren’t necessarily interested in all of your content or programming. Maybe they’re only interested in annual conferences, focused publications, and research. This group can benefit from Menu-based Memberships. And what better way to deliver this then for AI to identify what’s on the menu! Through this format, members can choose one menu item or a handful through a "choose your own adventure" (yes, I'm dating myself) experience.
Friendly Neighbor & Facelift Models
The generational pendulum is shifting. Some associations are facing the horizon when it comes to membership demographics. These associations need to cater to new markets through programming, brand revitalization, and the delivery and value that is membership. AI can help carve out these new markets by identifying buying behaviors, delivery mechanisms, pricing sensitivities, content, programming, and much more. If your org falls into this bucket and you're looking to explore international markets, next gen audiences, or new flavors within your represented industry, AI can help.
In the end, AI can garner insights to help you determine one; whether you need to explore new membership models based on what your audiences and the industry is telling you, and two; what type of new membership model makes sense for your organization.
Personas and audience segmentation
When it comes to AI-driven make-overs, content isn’t the only recipient. AI can play a part in identifying and compartmentalizing data attributes related to specific audiences. It can round up or round out personas (think job functions, topical interests, behavioral traits, etc.) so that orgs can augment their segmentation strategy and content map for better member or customer experiences. With the help of the Informers & Fortune Tellers, AI can even identify and flesh out personas that you didn’t even know existed.
Chat and conversation trends
What better way to gauge sentiment, identify trends, and uncover gaps than to have AI peruse your tickets, conversations, and chats. Keeping a pulse on your members and customers through digitized dialogue can surface systemic issues within the organization that need to be course corrected. It can also help identify new content and programming to fulfill unmet needs, or match competitors in the market. It can even round up online FAQs and proactive instructional content. Whether the outputs are revenue generating or operational, AI can play a role in getting you closer to your audiences.
Feedback and results
Member assessments, member satisfaction surveys, session evaluations, you name it. AI can play a role in synthesizing and bundling information so that it’s easier to draw out insights for decision-making. Think of serving up all your survey results for the year to AI and having it summarize findings in a way for your marketing team, program team, leadership, and even your Board and Committees to immediately take action.
Organizers & monetizers in HubSpot
So yes, AI has a place in helping orgs compartmentalize content, synthesis insights, and even create offerings that sell. When it comes to content creation, repurposing, and categorizing, HubSpot has it locked in. Let's take a look:
- ChatSpot
- Content Assistant in Marketing Hub
- Content Assistant in Content Hub
- Content Assistant in Service Hub
- Content Remix
- Knowledge Base
- AI-generated Podcast (in development)
- AI-generated Video (in development)
- Services Insights (in development)
Better data means better performance through AI
As stewards of association data, we at HighRoad are committed to leveling orgs up on data activation and integration. Learn how HighRoad Spark + HubSpot's AI CRM can quickly put you in the results zone. Book a consultation today to learn more.
About Aimee Pagano
Aimee joins HighRoad Solution with 15+ years of integrated marketing and communications experience, primarily in client-facing roles within the association and SaaS space. Her specialties include persona development, content strategy/management, lead gen and awareness campaign development, and website development/optimization.
